The sweet smell of... direct mail marketing

TNT Post has launched adScents, a scratch and sniff range of scents that can be incorporated into your direct mailing in one of three separate ways. The possibilities are surely mind-boggling.

TNT Post claims that adding an aroma to pieces of direct mail means the rational part of one's brain is bypassed, with the emotional centre triggered instead. The minute they handle the mail item recipients can be transported to a desert island, rain forest or the inside of a new car.

The company offers a choice of 98 standard fragrances including baked apple pie, whiskey and, er ... cabbage. Marketers are invited to create their own custom fragrances however, which surely raises the possibility of future construction industry mailings being delivered amid the waft of new carpet, sawn timber or fresh paint.

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